branding: a crash course, what it is, how its achieved and evolved

BrandingPaul Bailey

A crash course in branding, what it is, how its achieved and evolved over time.

Mentorship is given by Paul periodically to students of The Alacrity Foundation, a charity who provide recent graduates with practical business training to

launch a new generation of technology companies.

This presentation finishes aiding in the first stage of the naming of their new companies and a workshop follows to teach lateral and creative thinking for intuitive brand names.

© 2015 Paul Bailey

BRANDING

Branding

Let’s start just for fun with a logo game.

First slide shows part of a logo, second slide shows the answer.

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Have you ever noticed the ‘negative space’ component part of this logo?

Once you see the arrow you wonder how you ever missed it.

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Lets start by dispelling some myths

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A brand is not a logo

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I am not a brand

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A brand is not an identity

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Single colour 0% K

Single colour 4495C

Single colour Metallic 872C

4 colour no alpha (PDF 4 & PDF/X-1A compliant)

Single colour 100% K 3 colour spot plus alpha (Not PDF 4 & PDF/X-1A compatable)

4 colour no alpha (PDF 4 & PDF/X-1A compliant)

x

x

x

x x

C E LT I C M A N O R R E V I S E D L O G O V E R S I O N S A N D B R I E F G U I D E L I N E SPa u l B a i l e y , S e n i o r D e s i g n e r. 0 1 6 3 3 4 1 0 2 0 0 p b a i l e y @ c e l t i c - m a n o r. c o m

L O G O U S A G E

7 versions of the logo are shown with the crop marks showing clear space around the logo thatshould always be considered part of the logo.No other logo, componant or text should sit inthis space and this applies to unapprovedstraplines or taglines. Please see below diagramto illustrate clear space / gutter space workings.

The componant part of the logo must never besplit from the text unless specific permission hasbeen given. The proportion must always remainthe same between the two parts and when the logo isincreased / decreased in size, the x and y axes mustremain in proportion.

L O G O C O L O U R S

4495C

872C (metallic)

187C

123C

100% Black

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A brand is not a product

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So what exactly is a

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A brand is a persons gut feeling about a product, service or organisation

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It’s a persons gut feeling, because brands are defined by individuals, not companies

It’s a gut feeling because people are emotional, intuitive beings

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Do you remember what happened to Sunny Delight?

A little girl turned orange having drunk large quantities of Sunny Delight in 2000. It was heavily publicised in the press.

The negative publicity which surrounded this story was not helped by a badly-timed Sunny Delight ad showing a snowman turning orange.

Not surprisingly, sales more than halved.

"It became a focus, almost a visual focus for a number of lobby groups to really attack the brand”- Jane Woodage, public relations manager at Procter and Gamble.

“We stayed in our little castle thinking if we don't say anything, the debate will go away” - Jon Walsh Sunny Delight brand manager

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...in other words...

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IT’S NOT WHAT YOU SAY IT IS

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IT’S WHAT THEY SAY IT IS

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Why is Branding so Important?

1. People have too many choices to make in little time

2. Many things have similar quality and features

3. We tend to base our buying choices on trust

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THERE ARE 100’s OF MOBILE PHONES ON THE MARKET

HOW WOULD YOU CHOOSE ONE?

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trust

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T = R+DTRUST = RELIABILITY + DELIGHT

Trust comes from meeting and beating customer expectations

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BRANDING HAS CHANGED OVER THE YEARS

1900 1925

What it is

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1925

What it does

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1925

What you feel

1950

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2000+

Who you are

Branding today is about creating tribes

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Which brand would you associate with:

COMPUTING

DRIVING

BANKING

SPORTS

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Three most important words in differentiating your product

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1. focus

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2. focus

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3. focusBRANDING

THE FOCUS TEST

Who are you?

What do you do?

Why does it matter?

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What does this brand do?

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(RE)BRANDING MISTAKES

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=

Think “Royal Mail", think trust, honour, gritty postmen braving blizzards to save a child's smile.

Think "Consignia", the name which replaced it. Think, um, Roman general? Footballer? Tummy bug?

- BBC News, Friday, 31 May, 2002


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“I want a new brand”


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“I want a new brand” “Cheap, Tacky Ordinary”


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“I want a new brand” “Cheap, Tacky Ordinary” Back pedal, quickly


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Change the logo (if you really need to)

WITHOUT changing the character

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If PEOPLE can change their clothes without changing their characters...

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Why can’t brands?

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The first thing you will need is a STAND-OUT name

Creating your brand

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STAND-OUT name criteria

1. DISTINCTIVENESS

2.APPROPRIATENESS

3. EASY SPELLING / PRONUNCIATION

4. LIKABILITY

5. PROTECTABILITY

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NAME TYPES - Real Words

Names that are simply repurposed words

Pros: These names are short and come ready-made with rich, often multiple associations.

Cons: Expect to pay money, possibly a lot–to secure the URL. Trademarking can be tricky too.

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NAME TYPES - Real Words

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NAME TYPES - Compounds

Each of these names consist of two words put together, with the first word receiving the main emphasis in pronunciation

Pros: The practically limitless number of possible combinations makes it easy to create a unique name.

Cons: They are longer than many other kinds of name.

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NAME TYPES - Compounds

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NAME TYPES - Blends

Each of these names has two parts, at least one of which is a recognisable portion of a word rather than a whole word

Pros: When they work, blends can be short and elegant and have all the advantages of compounds.

Cons: When they don’t work, blends can be awkward and/or have obscure meanings.

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NAME TYPES - Blends

Microcomputer + Software Mike and Terrys Lawnmowers Sky + Peer to Peer

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NAME TYPES - Made up (or Obscure)

These are short names that are either made-up or whose origins are so abscure that they might as well be made up

Pros: Made-up names can be short, cute, and very distinctive (and therefore easy to trademark).

Cons: Made-up names don’t provide much ready-made meaning to work with

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NAME TYPES - Made up (or Obscure)

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Now create your STAND-OUT name

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branding: a crash course, what it is, how its achieved and evolved

Design